The United States Department of Justice is doubling its attempt to break Google asking you to renounce the underlying technology that feeds the company’s digital advertising network. The proposed remedy joins a separate federal effort to separate the Chrome browser from its dominant search engine.
The last proposal of the Government was presented on Monday night in a federal court in Virginia two weeks later A federal judge ruled that parts of their lucrative digital advertising network have been incorrectly abusing their market power to quell competition to the detriment of online editors.
In a 17 -page presentation, the lawyers of the Department of Justice argued that the United States District Judge, Leonie Brinkema, should punish Google ordering the company to download their ADX business and the DFP AD platform, tools that bring together advertisers, who wish to market their products and editors, who wish to sell commercial space in their sites, to generate income.
It is not surprising that it is an idea that Google plans to oppose vehemence when the penalty phase of the antimonopoly case, known as remedy audiences, begins at the end of September. Google has already promised to appeal Brinkema’s decision that the technology promoted by the advertising network has been violating the law, but cannot do so until the judge governs about his punishment in an expected decision at the end of this year or early next year.
Google said in his own presentation on Monday that ADX and DFP’s divestment would not be technically feasible because none of the technologies is able to work outside Google’s patented infrastructure. The company proposed its own remedies to restore competition and reiterated its intention to appeal the ruling.
“Disversion is not as simple as selling the ADX or DFP source code to a arranged buyer,” Google wrote.
The attempt to tear down the Google advertising network is in addition to the continuous effort of the Department of Justice to have the company Part with its popular Chrome browser and impose other restrictions to reduce the power of its omnipresent search engine, which Another federal judge described an illegal monopoly In a failure last August.
Remedy hearings in the case of search are scheduled to conclude at the end of this month, with a decision of the American district judge Amit Mehta that is expected for Labor Day.
If the Department of Justice can persuade the two different judges to order their proposed dismantling of Google, it would be the greatest rupture of an American company since then inANDT was forced to turn its telephone service in seven separate regional companies more than 40 years ago.
Google play store for applications that are executed in its Android software that promotes most smartphones in the world also declared themselves an illegal monopoly of a federal jury in 2023 and He is fighting The order of a judge that would require reviewing a commission system that generates billions of dollars in annual income.
But to limp its search engine and its digital advertising network would be much larger blows because they are the key gears in a business that generated $ 265 billion in revenues last year.
Google faces the threats of rupture at the same time that the advent of artificial intelligence is changing the way consumers use technology and seek online information, a change that could also divert traffic and money away from a power that began in a Silicon Valley garage in 1998.
Despite adversity, Google is still delivering robust financial growth to its corporate Parent Alphabet Inc., which is currently valued at $ 2 billion.
